December 20: Following the confirmation of Chinese dairy giant Yili Dairy as a sponsor of the 2022 Winter Olympic Games, its strongest competitor and a market leader in China, Mengniu Group have also been added to a top sports tournament. 

At a press conference hosted in the China National Convention Center in Beijing, FIFA and Mengniu Group jointly announced that the latter has become one of the global official sponsors of the 2018 FIFA World Cup, making Mengniu the first ever dairy brand to become a global sponsor of a World Cup tournament.  

Under this partnership, 27 products in Mengniu’s 4 categories will enjoy the rights to conduct marketing campaigns related to the 2018 FIFA World Cup. As Mengniu’s representatives disclosed, the group will spend RMB 2 billion on these marketing campaigns around the 2018 FIFA World Cup.  

Founded in 1999 and based in Inner Mongolia, Mengniu Group is a manufacturer and distributor of dairy products and ice cream in China. Over the past years, Mengniu has become a strong player in sports marketing agreeing partnerships with various sports organizations and events, such as NBA China and the Chinese boxing championships, Kunlun Fight.

Source: Sina

Proofread by Raymond Fitzpatrick